Syllabus
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Course Code: MFA-P-101 Course Name: History of Modern Western Art |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Introduction to Advertising – Define Advertising, Origin and growth of modern advertising, Functions of Advertising, Trademark: Logo/ Logotype, signature, seal, Monogram, Symbol, Emblem, Insignia, Advertising and Society: Advertising business offers employment, Advertising promotes freedom of press, Information and Freedom of choice, Advertising creates demand and consequently sales, advertising reduces selling cost, Truth in advertising, Advertising tries to raise the standard of living | |
| 2 | Creative side of the Advertising - Creative side of the Advertising – creative Advertising, Creative concept & Creative leap, Creative brief and big Idea, Creative Strategy, Creative thinking, Visual thinking. Art direction and its functions. U.S.P. | |
| 3 | Campaign planning, objectives and basic principles – Campaign objectives & Types, Factors influencing the planning of advertising campaign. The selling methods, Advertising Appeal. Modern advertising agencies and its structure, the Advertiser, The target audience, Publicity, Propaganda. Radio & T.V. advertising and Jingles, Interactive Advertising. | |
| 4 | Photography: Introduction, brief history and meaning. Role of photography & Drawings in Advertising. Photographers of India; Raja Deen Dyal, Raghu Rai, Sudharak Olwe, Hardesh Dhingra, Prabudha Das Gupta, Prashant Godbole. | |
